LendingTree advertising spend, FY2025

LendingTree (TREE) reported $771M of advertising expense for the fiscal year ended Dec 31, 2025. That is 69.0% of revenue of $1.1B. Up 29.3% from FY2024.

Ad spend, FY2025
$771M
year ended Dec 31, 2025
Change vs prior year
+29.3%
vs FY2024
Share of revenue
69.0%
of $1.1B revenue
Rank by ad spend
#92
of 336 companies

Key facts

  • Ad spend is 4.8x its FY2015 level ($159M), faster than revenue (4.4x).
  • FY2025 is the highest year on file, going back to FY2011.
  • Largest increase +97.8% in FY2013; largest cut -39.5% in FY2023.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 69.0% of revenue, up from 62.4% in FY2020.
  • LendingTree spends more on advertising than 73% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 13x the median of 5.2%.

Ad spend by fiscal year

$0 $200M $400M $600M $800M FY2011 (ended 2011-12-31): $40.7M 2011 FY2012 (ended 2012-12-31): $40.8M FY2013 (ended 2013-12-31): $80.7M 2013 FY2014 (ended 2014-12-31): $102M FY2015 (ended 2015-12-31): $159M 2015 FY2016 (ended 2016-12-31): $243M FY2017 (ended 2017-12-31): $411M 2017 FY2018 (ended 2018-12-31): $470M FY2019 (ended 2019-12-31): $688M 2019 FY2020 (ended 2020-12-31): $568M FY2021 (ended 2021-12-31): $717M 2021 FY2022 (ended 2022-12-31): $647M FY2023 (ended 2023-12-31): $392M 2023 FY2024 (ended 2024-12-31): $596M FY2025 (ended 2025-12-31): $771M 2025 $771M

Ad spend as % of revenue

0% 20% 40% 60% 80% FY2011 (ended 2011-12-31): 74.5% 2011 FY2012 (ended 2012-12-31): 52.7% FY2013 (ended 2013-12-31): 58.0% 2013 FY2014 (ended 2014-12-31): 61.1% FY2015 (ended 2015-12-31): 62.6% 2015 FY2016 (ended 2016-12-31): 63.3% FY2017 (ended 2017-12-31): 66.5% 2017 FY2018 (ended 2018-12-31): 61.4% FY2019 (ended 2019-12-31): 62.2% 2019 FY2020 (ended 2020-12-31): 62.4% FY2021 (ended 2021-12-31): 65.2% 2021 FY2022 (ended 2022-12-31): 65.7% FY2023 (ended 2023-12-31): 58.2% 2023 FY2024 (ended 2024-12-31): 66.2% FY2025 (ended 2025-12-31): 69.0% 2025 69.0%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $771M +29.3% $1.1B 69.0% MarketingAndAdvertisingExpense 10-K Mar 9, 2026
FY2024 Dec 31, 2024 $596M +52.2% $900M 66.2% MarketingAndAdvertisingExpense 10-K Mar 9, 2026
FY2023 Dec 31, 2023 $392M -39.5% $673M 58.2% MarketingAndAdvertisingExpense 10-K Mar 9, 2026
FY2022 Dec 31, 2022 $647M -9.7% $985M 65.7% MarketingAndAdvertisingExpense 10-K Mar 7, 2025
FY2021 Dec 31, 2021 $717M +26.2% $1.1B 65.2% AdvertisingExpense 10-K Mar 1, 2022
FY2020 Dec 31, 2020 $568M -17.5% $910M 62.4% AdvertisingExpense 10-K Mar 1, 2022
FY2019 Dec 31, 2019 $688M +46.5% $1.1B 62.2% AdvertisingExpense 10-K Mar 1, 2022
FY2018 Dec 31, 2018 $470M +14.4% $765M 61.4% AdvertisingExpense 10-K Mar 1, 2021
FY2017 Dec 31, 2017 $411M +68.9% $618M 66.5% AdvertisingExpense 10-K Feb 27, 2020
FY2016 Dec 31, 2016 $243M +52.8% $384M 63.3% AdvertisingExpense 10-K Feb 28, 2019
FY2015 Dec 31, 2015 $159M +55.8% $254M 62.6% AdvertisingExpense 10-K Feb 26, 2018
FY2014 Dec 31, 2014 $102M +26.6% $167M 61.1% AdvertisingExpense 10-K Feb 28, 2017
FY2013 Dec 31, 2013 $80.7M +97.8% $139M 58.0% AdvertisingExpense 10-K Mar 1, 2016
FY2012 Dec 31, 2012 $40.8M +0.2% $77.4M 52.7% AdvertisingExpense 10-K Mar 16, 2015
FY2011 Dec 31, 2011 $40.7M n/a $54.6M 74.5% AdvertisingExpense 10-K Apr 1, 2013

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Earlier years use a different tag. The Tag column above shows which one applies to each year.

Ad spend is 69.0% of revenue. A ratio of 50 to 100% is typical for lead-gen and marketplace businesses that buy traffic.

Compared with similar spenders

The 6 companies closest to LendingTree in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
90 Gap $778M 5.1% -0.3% FY2026
91 EchoStar $775M 5.2% +4.0% FY2025
92 LendingTree $771M 69.0% +29.3% FY2025
93 Clorox $770M 10.8% -7.5% FY2025
94 Bausch Health Companies $766M 7.5% -2.5% FY2025
95 Playtika $761M 27.6% +34.9% FY2025
96 Shopify $753M 6.5% +37.9% FY2025

Full ranking of 336 companies · Biggest increases #50 · Highest ad-to-revenue #2

Questions

How much does LendingTree spend on advertising?

LendingTree spent $771M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Mar 9, 2026.

What percentage of revenue does LendingTree spend on advertising?

69.0% of revenue in fiscal 2025 ($771M of $1.1B). The median across the 336 companies tracked is 5.2%.

Is LendingTree spending more on advertising?

Yes. Ad spend rose 29.3% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does LendingTree rank by advertising spend?

#92 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does LendingTree's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2025, filed Mar 9, 2026
Accession number
0001628280-26-016084
Company
LendingTree, Inc., CIK 1434621, SIC 6163 (Loan Brokers)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
LendingTree advertising spend, FY2011-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 9, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/lendingtree/advertising-spend/
Download
CSV, all years · CSV, all 336 companies